Presented by Narasimhan (Nash) Tupil - Marketing Director, HP Enterprise Group at Paul Writer's Great Indian Marketing Summit - IT Edition, 1 Feb, 2013, Bangalore webcast of the session available at http://www.24framesdigital.com/paulwriter/webcast/010213/in.asp

1. Accelerating demand using
3P approach
Nash Narasimhan Tupil
Marketing Director, Enterprise Group.
Hewlett Packard, Asia Pacific & Japan
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2. Three great quotations for services marketers
In the factory we make cosmetics. In the store we sell hope.
- Charles Revson, Founder Revlon Inc Marketing of Intangibles is key
People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.
-Theodore Levitt, HBS Marketing Professor Business outcomes matter
Marketing is too important to be left to the marketing department.
- David Packard, Co-founder, Hewlett-Packard Everyone has a role in marketing.
2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

3. Intangibles are key to services marketing
Successful companies, use goods as props and services as the stage , to create experiences that engage customers in an
inherently personal way . - Pine and Gilmore, The Experience Economy
Intangible elements dominant
Nursing/ Teaching Services / Consulting
Perfume Software
Restaurant Server, Storage
PC/ Printer
Automobile
Calculator
Salt
Tangible elements dominant
As you know, Services are Intangible, Perishable and Heterogeneous.
3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

4. How do you accelerate demand for these services?
Cloud consulting services
Datacenter transformation service
Multinational bank
Mission critical support services
Large oil company
Network & Security services
Public sector enterprise
Unified communication services
Application transformation services
Business intelligence services
4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

5. Services led customer approach
• Understand customer business environment
•Understand outcomes that matter to customer
• Does it help Grow business, Reduce Cost or Mitigate Risk
• Does this help customer’s customer
• Share the vision, time-frame, deliverables & ROI
• End-to-end ownership.
• Complete solution with partnerships.
5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

6. Three P’s of service marketing
7 P’s of service marketing are :
• Product, Price, Place, Promotion and
• Extra 3P’s for People, Process and Proof
People: Service quality is directly proportional to employee satisfaction. Satisfied
people produce satisfied customers. Showcase your people.
Process: Last experience remains uppermost in customers mind. Need to be
consistently good, through process excellence. Showcase process.
Proof : A satisfied customer who can speak for you is the best marketing strategy.
Showcase proof.
.
6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

7. HP Humanity campaign (Showcasing people)
LinkedIn Blogs
New
Twitter
media PR
1. HP TS Experts
Sweepstakes
Facebook SEM/SEO
2. Facebook IT
Personality Quiz
Meet The
Experts Micro
site
7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

8. HP India Network University 2012
(Showcasing People)
•Prof S.Sadagopan, Director IIIT, Bangalore
•Dr. YLR Moorthi, Indian Institute of Management, Bangalore
•Prof H Krishnamurthy, Principal Scientist, SERC, IISc Bangalore
•Dr. Viswanath Poosala, Head of Bell Labs India, Alcatel-Lucent
•Dr.Bala V. Balachandran - J. L. Kellogg Distinguished Professor
(Emeritus in service),Northwestern University, Illinois, USA
Prof. Sadagopn, Roger Lee and Micheal Yu lighting the lamp – a Dr. Kashi being felicetated by
•Dr. Ramanujan Kashi, Senior Research Scientist, Multimedia tradition to start on an auspicious note Nash Tupil.
Technologies Research, Avaya
•Dr. Ravindran, CEO, eGovernance, Govt of Karnataka
• Host of HP WW & APJ experts on Security, iPV6, UC&C etc
•Experts from Microsoft, Avaya, Alcatel-Lucent, Tipping Point
Dr. Ravindran felicitating Prof Mr.Biswanath Bhattacharya University Session
H Krishnamurthy felicitating Dr. Bala
8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

9. Showcasing Process & Partnerships (POC Lab)
HP Networking
Consulting
& Services
Airtel, Riverbed, Rad Intelligent HP TS &
(DSM, Javi)
ware, Building
UC&C
Mobility & Niche Solutions Contact
Security Center
Schneider, Corning,
Leviton, Comscope
Telco
Alcatel– Tipping Point,
Alcatel- Polycom, Microsoft,
Lucent, F5, ACME CheckPoint, Trend
Lucent, Avaya Avaya
9 Packets micro, Symantec
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

10. Showcasing Proof
China FSI Customer 1X1 Account India Network Services Whitepaper SPAC Video Case study on Datacenter services
Centric Workshop
Japan Cloud Computing Services Korea Media round table for
Customer event Technology Services HK Press Write-up on Unified Communication
10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

11. Summary: Using 3P approach to accelerating demand
Account or domain focused marketing working with sales & delivery team
Everyone has a role in marketing.
Showcase people expertise – through seminars, workshops, events, expert speak
Marketing of Intangibles is key
Showcase process – ITSM Process, MC Simulation, Call Center Visits, POC with partners.
Show Proof – Case Studies, Demo Videos, Customer Testimonials, References.
Focus on business outcomes
Influencer Mktg – Briefing Analysts & Press, writing articles, doing media interviews.
11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

12. Thank you
Feedback & Questions
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.